In part one we discussed the different levels of our brain and how to sell to the Neo-cortex – human brain (If you want to read part one you can find it here) and in part two we will be covering how to sell to the The limbic system – monkey brain.
The limbic system (monkey brain)…
…controls emotions and a whole lot more. Your monkey brain patterns your emotional responses and helps guide you through social interactions. This is where our primate social behavioral patterns are rooted. It could be said these patterns are less about ‘psychology’ than they are about the hard-wiring of the humans to behave the way we do. This part of the brain ios more likely to be the voice in your head that say buy shouldn’t I buy one? All our neighbours have one. And is also the voice that makes you sign a birthday card being passed around work of that person you hardly know because ‘everyone esle is signing it’.
Tips you can use in your designs to help the monkey brain make a decision
Social proof – Here, Booking.com shows how many people are looking at this hotel, and who has booked in recently.
Nakedwines.com one of my favourite social shopping sites
Product reviews – As long as consumers can easily read and follow the comments, this section will do its job. There are many extra functional tools that can be used such as ‘was this review helpful?’, but in the early days, keep things simple.
Amazon Website showing off it’s vast amount of user reviews
Brand Products – It’s not always possible to predict what the next customer will be looking for, but it doesn’t mean that you should place all your products directly on the home page. What you can do is have the most eye-catching and interesting offers readily accessible. This trick makes a huge difference for retailers who have a huge product catalog.
If you have branded goods on sale, then display them upfront. It’s a great attention-grabber especially with first-time visitors who don’t know what exactly they are looking for. Moreover, there are many large retailers which provide an opportunity to ‘shop by brands’. Customers can find what they need through more targeted and effective channels like those practised in the following 5 websites.
JD Sports Website Homepage making use of branded products to draw the user in
Item ratings – A good place to start is an average review score towards the top of the page. This allows the shopper to make a quick judgement, while the number of reviews left is useful additional information.